Last year was KFC’s best ever for CRM.
But as with any programme of digital activity, the proof is in the pudding. KFC had questions that needed to be answered: how much are we driving incremental purchases? Are we simply tracking transactions that would have taken place anyway? How successful are we at maximising revenue? What is the true ROI of the CRM programme?
And so the Iris team set about answering them. In the process, we developed a series of insights that led to a fundamental shift in how KFC uses CRM: from a frequency-driving channel for the brand’s heaviest buyers, to a penetration-driving channel for a broad range of QSR customers.